~~~~~~~~~~~~~~~~~~~
PROFIT NEWS
Volume 1, Number 01022003
May, 16, 2001
ISSN# 011-2
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Profit News/Jmar Marketing Concepts
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**I N  T H I S  I S S U E**

*** Tip Of The Day
>>Never Give up!

**** Article I
>> Writing the Income-Generating Web Site, Take II

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~~~~~~~~~~~~
~~~~~~~~~~~~
Tip Of The Day
~~~~~~~~~~~~
~~~~~~~~~~~~

============
Never Give Up
============

Life isn't always easy, matter of fact, it can sometimes be downright difficult and those are the times when it's easy to give up. But is giving up the answer to a problem? Hardly. Giving up is only admit ting defeat and encourages more of the same. 


I'm reminded of a true story that happened at our local high school. The language arts class had a teacher who was eminently qualified in the subject matter but was not able to impart information effectively. 

Most of the students complained that they weren't being taught but merely given busy work which resulted in poor or failing grades for most of the class. 

If, in the end, the students were right and the teacher was to blame, who was most affected by this situation? The students of course. A poor grade would be permanently recorded but the reason for it would not. Even though the teacher may have been to blame, the end result is still a poor grade. 

We are all in control of our lives. You are the master of your own destiny. When life deals an unfair hand, gather all the patience and persistence possible to play it to your advantage. 

In the case of the high school language arts class, complaining didn't do much good but becoming pro-active by seeking help from other sources did save the day for those students who persisted.

Patience and persistence can be further proven by a true story about a man who wanted to build his ultimate dream world. Over a period of time he contacted over 452 various banks, lending institutions and friends who all turned him down for a loan. Finally on the 453rd try, someone provided him the money to make his dream a reality. The man's name was Walt Disney and his dream to build Disneyland not only became a reality, it created an industry. Patience and persistence always pays off.

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~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Writing the Income-Generating Web Site, Take II
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Your Web site has a single motive:

To 'ignite' your visitors to take action.

This prime motive is behind every element of your Web site design and content. Start with the idea that you have one chance to reach your customers. They will never return to your site unless you make it worth their while, and they will not buy unless you encourage/force/ask them to.

This will impact the 5 prime elements working together in any excellent Web site  the mechanics, content, interactivity, design and optimization. Right now, let's focus on the mechanics of writing content that sells.

Here is a simple template for a Web site that sells which you can readily adapt to meet your needs. Use it as a jumping-off point for your income-generating Web presence.
You'll find it goes against the current vogue online for the single-page, long-scrolling sales letter on the home page leading to an order form. But think of it this way:

Your home page can be like an interesting magazine index, or magazine cover listing provocative headlines. You should offer enough compelling information here so that any visitor is forced to go deeper into your site. They've got to click through. They just can't hold themselves back.

A good home page should be a clear call to action. But it also can't go on for too long or you will put your visitors off. Go ahead and use different benefit sub- headlines and link phrases that pull readers to your sales page. Start with...

======================
I. The Benefit-Rich Headline
======================

A strong, enticing headline is the single most important element of your Web marketing copy. It is the opening statement and first impression you make.

Because Web pages load from the top down, place your headline right at the top of the page so it can be read while the rest of the elements fall into place. If you have a lot of graphics that need to load, your headline should give your site visitors enough reason to wait.

Imagine your Web page is a blind date for every first-time visitor who comes to your site. Your headline MUST make the right first impression immediately, or new visitors will want nothing more than to click away as fast as they can.
Obviously your headline cannot be all
 things to all people (and you wouldn't want to date everyone either...), but it can and should speak directly to those people you most want to reach.


Your headline has these tasks: to ARREST the attention of your target market. To GRAB your reader by the collar so they have no choice but to read on.

If your target market is 'doctors', then use the word 'doctors' in your headline. There's a funny saying:

"Enough about you... let's hear about me."

That's your site visitor talking. These words tell you everything about how to craft your headline, and the more specific and targeted you make it, the better.

Your headline should serve as an ad for the rest of your Web copy, clearly delivering a 'distilled' version of what they are about to discover in the body of your text.

Did you know?
o Only one out of five people get beyond the headline to read the rest of the Web page
o You have 30 seconds or less to make a positive impression, or your site visitor will click away
o The right wording in your headline can increase your sales conversion rate by 1700%

It's true! Studies show the right headline can increase response to an offer exponentially, which is a good reason to test different headlines until you find your 'killer'. Once you've got it, it's the key to your success. So spend the time to make your headline work. Here's how to find the right headline:
Tell your target audience the single most important benefit you are offering them.

That's it.

State a powerful benefit in your headline that clearly enhances THEIR LIVES, using power words such as: 'Discover'; 'Announcing'; 'Breakthrough'; 'Facts'; 'New'; 'Now'; 'Yes'; 'Sale' - all words that are active, grab the attention of prospects, and promise them something (the two words of most value to your customers are 'You', and 'Free').

Finally, keep in mind that your customer is never buying a product or service. They are actually buying a key benefit that will make their life better.


====================================
  II. The Value Proposition for Your Customer
====================================

Immediately after your headline comes the opening salvo of text on the page - the value proposition. This 1-3 paragraph section is all about your target customer. Either it states their current situation, and 'ain't it awful', or it reveals a dream they have about what their life could become: 'If only...'

To write it, go back to the roots of the product or service you are offering. Why does it exist in today's world, and what good does it do your target customer? Ask yourself why you sell it, and perhaps why you got involved with it in the first place. Be idealistic. The proposition section of your home page sets up a kind of vacuum, which you are about to fill with...

======================
III. The Benefits You Deliver
======================

A benefit is anything that will make your customer's life better by using your product or service. This is the payoff, and the crucial section of your home page where you must deliver the goods. Take a good look at what you are promoting, and then...

Write down each and every benefit you can, with no thought about which is the most important. You'll order them later. Write down everything that can possibly do your customer some good. Everything.

After finishing this 'brain dump', go back and prioritize. Don't prioritize as you go, because that will inhibit you. List first, order second. (NOTE: consider using a powerful benefit as a text link leading to your sales letter.)

On your home page you will clearly state the top benefits you deliver, but you'll expand upon them in...

===========================
IV. Your Benefit-Rich Sales Letter
===========================

The benefit-rich sales letter always closes the sale. It builds upon what you have promised to deliver on your home page, answers any objections or questions your readers may have and fully justifies the price you ask. On this page longer copy will outsell shorter copy, so make a complete sales pitch from start to finish.

Here are 10 key formatting tips that will keep your prospects reading so you can close the sale.

1. Break the copy of your sales letter up into short copy paragraphs. A single-sentence paragraph can make a striking point.
2. Use headlines and sub-headlines.

3. Use bullets, numbers, and dashes (-) to further break up copy, allowing plenty of white space to make reading your offer even easier on the eye.
4. Use arrows (-->), boxes, color or shading, graphics, indentations, bold lettering, CAPITAL LETTERS, italics, and punctuation!! Note: use a light touch here, rather than the 'HIT them over and over 'til they beg for mercy!' approach.
5. Give customers premiums. Over-deliver on the offer that first interested your prospective customer any way you can. The goal is to give your customers far more perceived value than they actually pay for. Premiums can add tremendous value to your offer without substantially increasing your cost of delivery.

6. Emphasize the word FREE wherever it applies.

7. Use fast-loading graphics that actively support your message. Avoid generic clip-art 'success' graphics if you can.

8. Provide testimonials. If you don't have them, give your product or service away and gather some immediately. It's a suspicious world, and you need other people to validate your offer.

9. Urge 'Immediate Action'. State a time limit to your offer (note: many marketers offer their premiums only if prospective customers buy within a window of 3-14 days).

10. Make an iron-clad guarantee. Do what you can to over-deliver in this area, too - a guarantee that is better than your competitors offer is a powerful selling point.

================================================================
Finally, here is the progression people actually follow when they read:
========================================================

a. The Headline
b. Any Captions for Photos or Drawings
c. Any Large Text Subheads
d. The PS
e. Ordering Information and Price
f. (Finally!), the Actual Text itself

Which means, spend the time to buff and polish each of these elements for your target audience. The better you know these people and 'how badly they hurt', the more sales you will make.

 

                       

                ... article by Scott T. Smith ...
               ..http://www.copywriting.net..
               .__ Copywriting that Sells __.

**** Article II
>> 9 Key Sources for Building Your Opt-In Lists


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==================================
9 Key Sources for Building Your Opt-In Lists
==================================
It's no secret.

Your opt-in list means everything to your online business. Building a great email list you can send to again and again is key to your success. Here are the nine fundamental sources from which you can build your opt-in email list:

1. Your Current Customers

This is your best source of contacts. The hardest thing for any business to do is to find new customers. It's expensive, time consuming, and you have to earn their trust. But - it's easy to sell again to a satisfied customer. They already know you and 'love' you.

As long as you provide products or services that are of fair value and high quality, your customers will continue to trust you and buy from you. In fact, they will prefer to buy from you. A loyal customer base is your best friend in business.

If your business does not yet have a database of customer email addresses, here's how to get them:

The next time you contact them by post or mail, make a special offer if they reply by email. It could be a free report or special discount. You MUST get their email address.

Remember: there are more of your customers on the Internet than you think, and the rest of them will be online very soon.

2. Customers For Other Businesses

Joint venture through endorsed mailings. Customers of other related, non-competing businesses are excellent prospects for your personalized email offerings. In exchange for a split of the profits, let the other company send their endorsed emailing of your offer to their customer list.

Here's a secret: you should be willing to give away a healthy portion of the profits on the front end, because the buyers will become customers on your list. Once they are loyal buyers, you can sell to them again and again on your back end. That's why joint ventures can be highly profitable for you in the long term.

3. Your Web Site Visitors

One of the most powerful ways to build a targeted list of prospects is through forms on your Web site. For a 'how-to' look at this process, visit the home page of Business Copywriting.Net where you'll find three tactics encouraging people to opt in:

They invite people to subscribe to our free newsletter. They offer a free, no-obligation copywriting consultation. And, they invite people to refer their site to friends and associates.

There's a lot you can do to get people online to interact with you:

Offer a free report on autoresponder. Create a newsletter. Provide free downloads of freeware or shareware programs appropriate for your audience. And always, always ask for their name and email address in return.

Give people good reasons to give you their contact information so you can stay in touch with them, sending them new offers for your line of products and services.

4. Advertising

In all forms of advertising you do, online and offline, always give your email address. Encourage people to contact you by email, because your objective is to funnel prospects and customers into your email box. You will automatically create a hot list of prospects whom you can responsibly contact via email.

Include your email address on business cards, stationary, invoices, faxes, print, radio and television advertising. Give customers incentives to email you. This email 'relationship' empowers you to send them updates and offers by email.

5. Press Releases

Press releases offering genuine news (as opposed to a poorly disguised sales pitch) are highly effective. Here's how to use them to build your email list:

Your press releases can offer a free report that people must email you to receive, or a product that can be emailed back to them. Write your press release to provoke this response from readers, and collect their names and email addresses in the process.

6. Referrals

When a prospect contacts you for a free report, contact them and offer to send the report to any of their friends they think might be interested. As you can see, this is similar to an endorsed mailing.

When a referral comes in, send out a personalized email letter to the referral explaining that they were referred by their friend (give the name), and you are sending them a free report because their friend asked you to. To ensure that they don't mind you keeping them on your list, end your message with this paragraph:

"To be sure this message has arrived, please reply with the word in the subject line: 'thanks'. We'll know that we sent this report to the right place, and that we've fulfilled our promise to (friend's name)."

If they do not reply to let you know they received the report, be safe. Assume they are not interested in hearing from you in the future, and don't mail to them again.

7. Renting Lists

This can be very expensive, but worth it if the list is highly targeted. Prices can vary between .05 and .40 per name depending upon the number you are mailing, how targeted the list is and how the names have been gathered. Our suggestion is to test mail to a small list at first and gauge your response, or use one of the direct email services listed below.

Only get lists from reputable companies online, and be very careful about this. Never mail to a CD-Rom list of millions of names. We promise - they don't want to hear from you, you'll get spam-fried in the process, and many addresses will be defunct.

=================
Direct Email Services
=================

Direct email services will send out your email in bulk to a targeted, opt-in list. Be sure to confirm that these companies do indeed mail to lists of individuals who are targeted, voluntary subscribers. And before you spend a dime, make sure that these are the people your business most needs to reach.

3W Online
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Direct email is sent to 5,000-200,000 Internet users who subscribe to this service. It is a powerful tool when used in combination with a Web site, electronic storefront or an autoresponder.

Email Announce
http://www.EmailAnnounce.com/

eTechNet
http://www.enteract.com/~ebizlist/bulkmail.htm
Email to opt-in subscriber lists. They offer co-op and private ad mailings.

Please Mail Me!
http://www.pleasemailme.com/special.htm
Special offers for first time advertisers.

Postmaster Direct
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Offering business-to-business and consumer (voluntary subscription) email lists.

WebPromote Direct Email
http://www.webpromote.com/de/

YesMail
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A good, reliable company.

8. Direct Response Mail

Give prospects you mail to by post an extra incentive to respond by email. Tell them their order will be processed much more quickly, and offer a bonus if they respond by email.

The goal is to transform your expensive postal mail prospect list into an inexpensive email list. The more people you can reach by email, the more you will reduce your costs (and the higher your profits will climb).

9. Membership Organizations

People working together for a common goal are excellent prospects for your email list. If you belong to an association, network, an alumni group, a club, a school board, or other organization where 'birds of a feather' have flocked together, offer them a discount for your products and services - and only allow them to contact you by email.

Publicize this special bonus for members through their newsletter or other announcement outlets. You're doing their membership a service, which is certainly newsworthy.

Mining these 9 sources can build your opt-in list in record time. Start as soon as you can - a good list is worth it's weight in gold, and is fundamental to your success online.

                                         

                       ... article by Scott T. Smith ...
..http://www.copywriting.net..
.__ Copywriting that Sells __.

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